A recently released TV spot promoting Old Navy, entitled Happy Pants, is the latest project to have integrated the highly innovative PhotoBubble tool into its production. The spot stars Julia Louis-Drefus, and was shot on a soundstage at Sony Studios in late August by Hungry Man Productions, through New York's Chandelier Creative ad agency, on behalf of Old Navy.
The PhotoBubble used for the new Old Navy spot was 50 feet wide x 75 feet long x 25 feet tall, and housed within it a fashion show set with the premise that Julia Louis-Dreyfus plays a fashion designer. Wearing a white wig with purple tips, a sleek black dress and a thick French accent, Julia orders everyone around backstage during a fashion show. Suddenly, she runs into three women who are wearing jeans from Old Navy.
Fascinated, she points out how distressed (or fraying) the pants seem to be -since pants should be happy. When she learns that all jeans at the store are on sale for $15, she whispers in her regular American accent that shes putting the three women in charge of the fashion show, while she heads off to an Old Navy store.
To view this spot, see: http://www.ispot.tv/ad/AkeL/old-navy-happy-pants-featuring-julia-louis-dreyfus
Regarding the integration of the PhotoBubble during this shoot, Production Designer Laura Fox, said, It was interesting working with a PhotoBubble for the second time you realize the possibilities are endless. The first time we had to create a surreal brain. For this new Old Navy shoot Happy Pants,' we had to create the backstage of a fashion show and hint at the fashion show going on. Neither commercial had the money to build sets large enough, where you could shoot 360-degrees and never see off your sets. I know many people think the PhotoBubble is mainly for car shoots because you can get such a beautiful even light. But I really see so many more applications for this unique production tool.
Adds The PhotoBubble Company CEO/Co-Founder Allan Wachs, Our latest project for Old Navy was a lot of fun and made strong use of the unique benefits offered by our product. In addition to being used as a beauty and set lighting tool, our PhotoBubble was a key component of the production design itself. Its integration as a temporary stage space allowed for two disparate sets to be built on one sound stage, solving a huge logistical problem in shooting two spots in one day with limited time access to Ms. Louis-Dreyfus.
Our goal is to inform producers of feature films, TV content, commercials, and music videos, that our company has the ability to provide clients with customizable, inflatable structures which create truly unique shooting environments. Our PhotoBubbles are cost-efficient alternatives which can help diverse projects with varying budgets overcome numerous production challenges, Wachs concludes.
Invented in 2003 by acclaimed director Roman Coppola for a Prius TV spot he was directing, the PhotoBubble has since evolved into a company that has serviced dozens of projects for major end-clients, including KIA Motors, Chevrolet, Toyota, Bud Light, Intel, Ford, BMW, FOX TV, Kraft, and many others.
Numerous accomplished directors have shot projects within the PhotoBubble, including Roman Coppola, Dayton/Faris, Bob Giraldi, David Kellogg, Paula Walker, and many more. Notable DPs who have worked within the PhotoBubble include Oscar winners and nominees such as Claudio Miranda, Guillermo Navarro, Russell Carpenter, and Bob Yeoman, to name a few.
CREDITS FOR OLD NAVY HAPPY PANTS SPOT:
Client: Old Navy, San Francisco
CMO: Ivan Wicksteed
Director of Marketing: Liat Weingarten
Agency: Chandelier Creative, New York
Creative Directors: Richard Christiansen, Lena Kuffner
Managing Director: Sara Fisher
Production Company: Hungry Man, Inc., New York
Director: Wayne McClammy
Executive Producers: Kevin Byrne, Mino Jarjoura, Dan Duffy, Nancy Hacohen
Producer: Dave Bernstein
DP: Damian Acevedo
Production Designer: Laura Fox
Art Director: Charles Varga
Sound Mixer: Seth Gilbert
Post-Production:
Editorial: Final Cut, New York
Editor: Crispin Struthers
Executive Producer, Lauren Bleiweiss
PhotoBubble: Provided by The PhotoBubble Company:
Allan Wachs, Tom Iacino, Paxton Dronek
ABOUT THE PHOTOBUBBLE COMPANY:
Launched in 2003, the Hollywood-based PhotoBubble Company is the parent of the truly unique PhotoBubble (patent pending,) the only inflatable, totally air-supported, externally-lit, 360-degree, customizable, filming environment in the world. The PhotoBubble is a revolutionary and innovative new tool for filmmakers, videographers, FX companies, and still photographers. Each PhotoBubble serves as a backlit inflatable structure - in essence, a giant soft box for reflection-free photography.
The PhotoBubble Company was co-founded by four men recognized for their expertise in production design, set construction, filmmaking and production management. They are: CEO Allan Wachs, an award winning Producer with over 25 years of experience in commercials, music videos, and documentary production; Chief Visionary Officer Roman Coppola, an award winning Director and Producer of numerous feature films, commercials, and music videos for over 25 years; Chief Creative Officer Stephen McHale, an acclaimed Production Designer with over 25 years of experience in film, commercials, and corporate event production; and Chief Design Officer Tom Iacino, with over 35 years of experience as a Designer, Custom Fabrication Maker and Industrial Designer.
Filming inside each PhotoBubble allows for a 360-degree, virtually seamless angle of view, and offers a unique solution for green screen photography. The Photobubble Company can make a PhotoBubble in almost any size or configuration that will suit the shooting needs of the production. The many advantages of this unique tool are:
** Fully cove
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
A recently released TV spot promoting Old Navy, entitled Happy Pants, is the latest project to have integrated the highly innovative PhotoBubble tool into its production. The spot stars Julia Louis-Drefus, and was shot on a soundstage at Sony Studios in late August by Hungry Man Productions, through New York's Chandelier Creative ad agency, on behalf of Old Navy.
